At Beverage Book we bring decades of collective experience across the global drinks industry—spanning work with both market-leading brands and disruptive start-ups. Our deep-rooted industry knowledge, combined with a passion for innovation, drives our consultancy to not only advise but also actively participate in shaping the future of beverages.

To remain closely attuned to fast-moving consumer trends, supply chain shifts, and category innovations, we operate our own importation business. This critical arm of our operation allows us to stay directly connected to international markets, discover emerging brands, and respond in real-time to changing market dynamics.

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Established by Jan Schüler, CEO and Founder of Weinhaus Traubengold, a German Wine Import Business, Beverage Book is a Drinks Innovation firm that works with food and beverage clients in Brand Building and Communication.

We help brands express their identity, values, and messages to establish a consistent narrative that resonates with their target audience, fostering brand recognition, loyalty, and ultimately, driving business growth.

We believe the future of the drinks industry is shaped by those who don’t just study the market—but help create it. Through our importation business, we bring global innovation to local markets, helping to craft the next wave of consumer favorites.

The global drinks industry is undergoing a quiet but powerful transformation. What was once dominated by multinational giants is now fragmenting, evolving—and creating unprecedented opportunity for agile, independent players.

In recent years, major corporations like Diageo and others have made bold strategic shifts: focusing on core brands, streamlining operations, and in many cases, exiting entire categories. Diageo’s divestment from its wine business was a signal to the market that legacy players are retreating from complexity in favor of simplicity, scalability, and brand centralization.

But where global giants step back, smaller innovators are stepping in.

A new wave of artisan producers, private labels, and small-batch craft brands is gaining ground with consumers who are increasingly driven by authenticity, quality, and connection to origin. From natural wines and terroir-driven spirits to regionally rooted breweries, the demand for story-rich, handcrafted products is rising—and younger consumers in particular are rejecting generic, mass-produced options in favor of individuality.

At the same time, the distribution landscape is consolidating rapidly, with multi-state operators rolling up into national conglomerates. This presents both a challenge and a unique opening: while access to shelf space may be harder to come by for some, it also creates a void for nimble, highly targeted importers and producers who can move faster, tell a better story, and build community around emerging brands.

In short, the center of gravity in the drinks business is shifting—from monolithic portfolios to curated selections, from scale to substance, and from uniformity to personality.

For those with vision, adaptability, and a passion for craft, there has never been a better time to launch a drinks business. The market is hungry for something new—and ready to reward those who can deliver it with quality and soul.